Dell issues green challenge

Computer industry urged to offer customers free recycling

May Wong, The Associated Press

Published 10:00 pm, Tuesday, January 9, 2007

LAS VEGAS -- Dell Inc. Chairman Michael Dell issued a challenge Tuesday to the entire PC industry to adopt free recycling programs for customers as he announced that his company would offer to plant a tree for every PC sold.

"Today, I challenge every PC maker to join us in providing free recycling for every customer in every country you do business, all the time -- no exceptions," Dell said. "It's the right thing to do for our customers. It's the right thing to do for our Earth."

The company has received high "green" marks from some environmental groups, including Greenpeace.

In 2004, Dell began offering free recycling of any brand of computer or printer if consumers bought a new Dell system.

The policy was revised in June so that consumers can recycle all Dell-branded printers, personal computers or other electronics gear for free, no purchase of new Dell gear required.

For those not buying a new system or who don't have Dell equipment, the Round Rock, Texas, company will take back used electronics for $10 per box, as long as it weighs less than 50 pounds.

Dell, the company's founder, made his remarks during a keynote speech at the International Consumer Electronics Show.

With a comedic assist from an actor appearing as the "Austin Powers" movie character Dr. Evil, Dell also announced a new "Plant a Tree for Me" program, in which customers can choose to have $2 of a laptop purchase, or $6 of a desktop purchase, go toward planting trees around the world.

"We're the first global technology company to offset emissions with the electricity of their computers," Dell said.

Dr. Evil gave his approval, and so did the audience, which clapped after the announcement.

"We can't destroy the planet, otherwise I have nothing to take over," the stage villain quipped.

The trees will be placed in areas where they won't be felled, such as state parks and wildlife areas, said Larry Selzer, president of The Conservation Fund, one of two environmental groups involved in the planting.